Avoiding Performative Language

In today’s climate, DEI language is under scrutiny.

Stakeholders aren’t looking for beautifully written commitments.
They’re looking for evidence.

If your message sounds powerful but lacks proof, it may be performative — and that creates risk.

What Is Performative Language?

Performative language signals virtue without signaling action.

It’s heavy on aspiration.
Light on accountability.

It lacks:

  • Measurable benchmarks
  • Clear timelines
  • Defined ownership
  • Policy alignment

When follow-up questions come, it falls apart.

Red Flags in DEI Messaging

Pause if your statement includes:

  • “We are committed to diversity.” (Committed how?)
  • “We stand with…” (What structural changes follow?)
  • “We strive to create inclusion.” (How is inclusion measured?)
  • “We value equity.” (How is equity operationalized?)

If your message can’t answer what, how, and by when, it’s incomplete.

Replace Vague Language With Measurable Action

Shift from aspiration to execution:

Instead of:
“We are committed to increasing representation.”

Say:
“We aim to increase leadership representation by 15% over three years and report progress annually.”

Instead of:
“We prioritize inclusive hiring.”

Say:
“Executive leadership reviews quarterly hiring and retention data to track equity benchmarks.”

Less symbolism.
More structure.

Before You Publish, Ask:

  • Is this backed by policy?
  • Do we have data to support it?
  • Is HR aligned?
  • Is Legal aligned?
  • Can leadership defend it publicly?

If not, refine it.

Equity in Action Means Precision

Throughout March, we’re focused on Equity in Action — making DEI communications operational, measurable, and defensible.

Because in today’s environment, language is evidence.

If you’re ready to pressure-test your messaging, start with a DEI Communications Audit.

Learn more:

Say less.
Do more.
Make it measurable.

 

Spread the word…

About the Author

As the President & CEO of Elation Communications, Jerrica drives organizational growth and innovation through strategic partnerships, impactful storytelling, and a deep commitment to empowering teams. Her work, characterized by a blend of strategic vision and operational excellence, has left an indelible mark across various sectors, particularly in supporting individuals with disabilities and advancing educational reforms. She continues to inspire and influence the next generation of leaders, advocating for meaningful change.
The Volunteer Recruitment Email That Doesn’t Read Like a Chore List

The Volunteer Recruitment Email That Doesn’t Read Like a Chore List

It never once explains why any of them are worth a stranger's Saturday morning — and without that, you're not recruiting volunteers, you're posting a chore list and hoping someone feels guilty enough to claim a line item. People don't volunteer because a task needs...

Stay updated with recent news on ways to transform your communications.

Sponsor Ad

Recent News

The Volunteer Recruitment Email That Doesn’t Read Like a Chore List

It never once explains why any of them are worth a stranger's Saturday morning — and without that, you're not recruiting volunteers, you're posting a chore list and hoping someone feels guilty enough to claim a line item. People don't volunteer because a task needs...

Tags